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The Implications of Facebook Marketing for Organizations Contemporary Management Research Pages 73-84, Vol. 9, No. 1, March 2013 doi:10.7903/cmr.9710 The Implications of Facebook Marketing for Organizations Rooma Roshnee Ramsaran-Fowdar Central Queensland University E-Mail: [email protected] Sooraj Fowdar Central Queensland University E-Mail: [email protected] ABSTRACT With the explosive popularity of Facebook as a social media, there has not been much research that examines Facebook marketing and its implications for businesses. This paper represents an exploratory effort into this direction and analyzes existing Facebook marketing practices and tools, their benefits, and concerns associated with this type of social media marketing. Practical implications are suggested for organizations using Facebook as a social marketing tool and areas for future research are identified. Keywords: Facebook, Social Media, Marketing, Organizations, Word-of-Mouth INTRODUCTION Social media has changed the way organizations do business online over the past few years, and, as a consequence, social media marketing has created its own niche in the business world. Organizations are hiring community managers and social media analysts, and they are forming their own departments, separate from those of the traditional marketing and advertising sectors. As more and more users connect to the social network, it stands to reason that social media is becoming the increasingly accepted mode of communication for the Internet audience. The most visited online social network is Facebook, founded in 2004 and with over 600 million users and presence in over 70 countries (Carlson, 2011; Techtree News Staff, 2008). The Facebook site allows users to create a profile of themselves and explore the profiles of Contemporary Management Research 74 others, gaining an insight into others’ lifestyle and interests (Acar & Polonsky, 2007). In addition, Threatt (2009) suggested that the site can be referred to as a social media portal, with organizations and businesses creating profiles to disseminate information about products and services, shifting the focus from creating personal relationships to reaching customers. Although a wealth of information is available on social media and social networking in marketing, little is specific to Facebook. This paper will therefore explore the concept of Internet-based social media and networks, marketing using social networks, current Facebook-centric marketing practices and tools, benefits and success factors along with concerns and risks. The existing literature review will be critically analyzed and areas for future research will be presented in an effort to illustrate gaps in the existing studies. Practical implications will be suggested for organizations using Facebook as a social marketing tool. THEORY Social Media and Social Networking Online social networking is building communities that bring people together on the Internet. In today’s information-centered society, Internet-based social media and networks are used as tools for online exchange, connection, and communication, allowing users to manage existing relationships while creating new ones (Ryan & Jones, 2009). This creation of relationships forms online communities where interaction and socializing are the main focus, with members sharing similar interests and learning about each other by exchanging information (Buss & Strauss, 2009). This information is often referred to as social media, which is simply the content embodied in social networks; namely photos, status updates, video and links to websites (Eley & Tilley, 2009). They also pointed out that the combination of the concepts of social media and networks has seen the rise of social networking websites such as Facebook, Twitter, MySpace, LinkedIn, and Orkut, all of which aim to connect groups and individuals such as friends, relatives, and business colleagues. Social networking is becoming more popular than other communication methods such as through phone, mobile, face-to-face, and email (Gil-or, 2010a). As mentioned above, this paper will look at Facebook in particular, which is the most visited online social network and has the most number of users (Carlson, 2011; Techtree News Staff, 2008). Contemporary Management Research 75 Facebook as a Marketing Tool Facebook data can be compared to a crystal ball to understand customers (Casteleyn, Mottart, & Rutten, 2009). User actions on Facebook appear in the news-feed status, and every single friend is able to see them. Notifications can be delivered straight to email addresses (Shannon et al., 2008). However, because users can build their own profile and write anything they want on Facebook, it does not necessarily provide correct, accurate, and real information about users (Doyle, 2007; Palmer & Koenig-Lewis, 2009; Treadaway & Smith, 2010). Facebook communities where users are members are the most relevant for marketers (Casteleyn, Mottart, & Rutten, 2009). Through these communities, marketers are able to identify consumer tastes and likes, which is essential in helping to create market segmentation and targeting and positioning strategies (Acar & Polonsky, 2007; Treadaway & Smith, 2010). Marketers can gain valuable information on community members’ profiles and from the news feed statements that users post on their walls and pages (Casteleyn, Mottart, & Rutten, 2009). This information can then be used for direct marketing purposes. Popular Facebook tools via which marketing objectives can be achieved are: • Facebook profile: A strong profile of the organization can be established on Facebook with its vision and mission statement stated and clearly defined. • Facebook groups: The following are the most important aspects that can be used to attract consumers: the name of the group, the group topic and image of the group. • Business/Fan pages: Fans will receive updates from the company as new information is posted. The organization can regularly post information on the business/fan page on upcoming events, articles, games, blogs, podcasts, videos and links. • Sharing events: The organization can advertise its upcoming events on Facebook. • Social ads and polls: Social ads can be placed on Facebook according to the age, sex, location, workplaces and education level of the users. Polls can also be organized on Facebook to obtain valuable feedback from users. • Facebook messages can be tailored and sent to individual users. Benefits from Facebook Marketing According to Edelman (2007), customers are currently switching to usage of social networks and are spending much more time with online marketing than with Contemporary Management Research 76 any other marketing channel. Facebook allows companies to connect with many more people and much more often than the companies would be able to approach through phone calls, emails, or meetings (Luke, 2009). One of the main benefits of social networking for organizations is therefore lower marketing costs in terms of monetary and personnel. With the economic downturn, many companies are trying to find ways to cut spending, and social networking sites are the way for them to market their businesses and reduce their costs. Costs of communication have fallen drastically with Facebook and other social networking sites, creating opportunities for organizations to communicate directly, quickly and consistently with millions of individual customers (Mize, 2009; Palmer & Koenig-Lewis, 2009). Moreover, the emergence of Facebook as a marketing platform has ushered a new era of personalized and directed advertising. Facebook advertising has consequently grown in popularity. Yang et al. (2008) reported that the advent of targeting ads, specifically toward demographics (age, sex, education, and so on), and tighter restrictions on ad quality has turned Facebook advertising into a viable traffic builder and advertising option for small and large size businesses. Because of its sheer number of active users as well as the level of each user’s activity on this social networking website, Facebook is considered an appealing platform for Internet marketing specialists and online advertisers (Francisco, 2006). From an economic point of view, Facebook offers a thorough and competitive tariff system, charging advertisers for a per-click or a per-impression model. Facebook can be an ideal alternative to telemarketing and marketing research because people are tired of telemarketing and marketing research calls made through call centers. Facebook is an excellent direct-response marketing platform, which can provide immediate and direct answers to marketing questions and problems within the least time period. Through the interaction with customers, organizations can gain valuable insights and feedback about existing and potential products and services. A few years ago, when social media networking was not available, customers had restricted access to brand information through traditional media. In those times, companies were able to position the brand in the mind of the consumer through their marketing strategies (Schultz, 2010). However, these days, thanks to Facebook, it is the customer who positions the brand and not the company. Levebvre (cited in Bernhardt et al., 2009) agreed and added that customers previously referred to as “the audience” are now actively participating in the creation of information as they are offering their opinions based on personal experiences. This can turn out to benefit a company if positive comments are made about the brand—though it can also turn Contemporary
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